Master in Big Data Applied to Marketing


Program Description

After all, what is Big Data, or Big Data Analytics?

The expression 'Big Data' refers to these huge data sets characterized by large volumes (in order of magnitude), of great variety, since they originate from different data sources, and generated at high speed, as they can be obtained at the same time that they originate. These three main characteristics are sometimes described as the “three Vs” “of Big Data.

Digital Transformation is the use of technology to significantly increase the performance and reach of companies through changing how business is done.

When talking about 'Big Data', from a business point of view, the great opportunity that companies have is to extract effective business intelligence from this data. Specific analysis tools, also known as 'Analytics', allow you to implement strategies to better know and retain your customers, reduce operating costs and improve your products.

Working with data from social networks, geolocation, behavioral forecasting models, consumer insights, becomes less unusual. Traditional forecasting models tend to be slow if we consider very large volumes of data. And this is where Big Data emerges as a great new strength in organizations, how to analyze in a coherent and fast way information in real time and in an uncontrolled quantity and that is really value for organizations.


A contemporary view

In the corporate world, there are notable examples of creating competitive advantage based on strategies based on 'Big Data' techniques. E-Commerce companies use data from their consumers' profile and their browsing profile to define, in real time, products to be offered to their customers. Netflix has, for example, approximately 2/3 of its sales made through customized recommendations. Major Telecom operators correlate their customers' usage profile data and their charging profile to define strategies for reducing churn. Financial market companies correlate public data from multiple sources of their customers in order to help build their credit profile. Retail companies search for their points of sale using tools that correlate complex data on demographics, people flow and sector consumption.

Big data in marketing helps companies to understand even more the consumer's mind and its relationship with their products. Sending the right content, to the right customer, at the right time, is possible, simple and closer to your reality than you might think.

Another important drive in this list of data presented is the concatenation of offline and online data. As Big Data is able to create equivalences between unstructured data, based on technologies and concepts, it is possible to transform the data collected in physical stores and join the data left by the customer online, this is the Omni Channel. The more knowledge you have about your customer, the more personalized your communication will be and the more empathy the customer will feel for the brand, thus developing a long, lasting, profitable and trusting relationship.

Course objective

With the perspective of improving the reading of the business environment, the program is based on an approach that requires participants to develop and apply methodologies and strategic actions in the digital environment and in strategic and relationship marketing. In a collaborative environment, participants will plan actions and a course completion project, which should be developed throughout the program.

Who is it for?

  • Marketing, business, quantitative and / or technology analysis professionals interested in knowing or expanding their knowledge about the Big Data area and the development of strategies in this market. Students interested in the application of analytical techniques integrated in the business environment.
  • Leaders of Marketing, Business Intelligence, Business Intelligence or Technology teams.
  • Senior analysts, coordinators and leaders, with the potential to assume managerial positions linked to Consumer Behavior, Relationship or Customer Management and Marketing.
  • Consultants and freelancers working in the area and who want to improve to serve medium and large companies in processes related to information analysis.
  • Companies, advertising and communication agencies that need to train their leadership.
  • Coordinators and Managers of several business segments.

Prerequisite: Pre-willingness to learn analytical techniques and tools to support the decision making process in marketing and customer relations. Prior knowledge of tools or information management is not necessary.

Why choose ESPM EAD?

Live classes

Only at ESPM, all digital classes in all disciplines are held live, with a scheduled day and time.

Academic experience

ESPM professors, as well as in our face-to-face courses, have academic experience and also in the executive environment.

Interaction with the teacher

During classes, students can interact with the teacher live on the platform, answering questions and actively participating in the class in real time, simply by activating their camera and microphone.

Customize your schedules

If you prefer or are unable to participate in the live broadcasts, you can still watch the recordings of all classes, which are available on the system for the duration of the course. Thus, you customize your class schedules according to the needs of your schedule.

All lessons are recorded

Even when participating in the live broadcast, the recordings of each class still remain available in the system for review or consultation by the student until the end of the course.

Assessments directly with teachers

All activities and assessments are applied directly by the teachers of each discipline, and not by monitors or intermediaries, a practice that is common in the market.

Distance education with proximity between teachers and the class?

ESPM does.

ESPM's EAD programs use the resources of the Canvas platform, building a modern and intuitive digital study and learning environment.

What you will learn

The program presents a coexisting view, both theoretical and practical, that prepares the marketing professional in the development of fundamental pillars of Marketing such as: understanding of the business environment, data management, Social Network Analysis, Modeling, Clustering and Data Visualization , Geographic Intelligence, Consumer Insights, integrated Decision Support techniques. Throughout the program, we share the strategic vision and the understanding of management techniques and tools.

The course has a workload of 495 hours, composed of the following subjects:

  • Integrating Discipline
  • Fundamentals of Big Data and Information Architecture
  • Fundamentals of Marketing
  • Strategic Planning and Marketing
  • Agile Project Management
  • Market intelligence
  • Big Data Applications in Business
  • Mobile Marketing
  • Information Technology and Digital Platforms
  • Scenario Analysis and Risk Management
  • Business Decisions and Analytical Reasoning
  • Data Management and Informational Modeling
  • Applied Quantitative Methods
  • Digital Analytics and CRM
  • Geomarketing
  • Artificial intelligence
  • Applied Completion Project (PCA)

* At the end of the course, students will present the course conclusion work (TCC) in person to a board of teachers.

When happens?

Web conferencing classes will be taught live on Tuesdays and Thursdays, from 9/30/2020, from 7:30 pm to 9:30 pm, and allow for a more effective and real-time interaction between students and the teacher. If the student is not available to participate in the web conference at the specified time, the student can access the recording of the class later in the Virtual Learning Environment (VLE). Classes are available on the platform until the end of the course.


7:30 pm to 9:30 pm


7:30 pm to 9:30 pm

How are the ratings on Live EAD ESPM?

Assessments and final grade in each discipline

The final grade of each discipline is obtained by carrying out the activities proposed by their respective teacher. These activities will be delivered online, through the virtual learning environment, Canvas.

To obtain approval in each discipline, the student must, at the end of the period, obtain a minimum final grade of 7.0 (seven) and not exceed the established limit of 25% (twenty-five percent) of absences per discipline. In ESPM's Live EAD, non-publication of the discipline's activities is considered missing.

Course Conclusion Paper (TCC) OR Applied Conclusion Project (PCA)

At the end of the course, the student must complete a Course Conclusion Work (TCC) or an Applied Conclusion Project (PCA), depending on the pedagogical model established by each course. This work will be submitted to an examining board composed by the coordinator and some teachers of the course in question.

For this, it is necessary for the student to attend one of the ESPM units, in São Paulo, Rio de Janeiro or Porto Alegre.

More info here.

Last updated Aug 2020

About the School

Com mais de 65 anos de história, a ESPM é referência brasileira em comunicação, marketing e gestão no ensino superior, com DNA de inovação e tecnologia presente em todos os processos de aprendizagem, ... Read More

Com mais de 65 anos de história, a ESPM é referência brasileira em comunicação, marketing e gestão no ensino superior, com DNA de inovação e tecnologia presente em todos os processos de aprendizagem, formando profissionais preparados para o futuro. Read less
São Paulo , São Paulo , São Paulo , Rio de Janeiro , Rio de Janeiro , Porto Alegre , Florianópolis + 6 More Less